From coastline to Highlands, in words you can almost taste.

Client: MALTS
Partner: Critical Mass
Scope: Verbal identity, brand copy, campaign, launch film, websites

The Challenge

Malts needed a distinctive voice to capture the rich 200-year heritage of its 14 distilleries and tell the stories of the pioneers who paved the way. The aim was to create a journey of discovery through a world of craft and flavour, one that felt personal, immersive and enriching.

The Solution

Working closely with the Critical Mass team, Jules helped create the home of Scottish whisky exploration. From defining a new brand personality and tone of voice to expressing it across the website, product descriptions and blog articles, we transformed Malts from a fragmented, content-heavy platform into a luxury DTC destination celebrating the heritage and craftsmanship of its distilleries.

MALTS sensory moodboard of fruit, water, barley and amber textures

What makes us different?

Buying whisky online can be a less than stimulating experience. Malts is here to change that. We invite whisky explorers on a journey of discovery, bringing together sensory imagery, film, sound, and evocative language to transport them, literally and figuratively, from the rugged coastlines to the mountainous Highlands.

To enable you to feel more empowered, engaged and inspired as you navigate the luxurious world of Malts, its unique heritage, stories, secrets and community.

How we talk about People

We tap into our community of makers, passionate storytellers and hosts – lighting up brains with stories of trail, adversity, innovation and some of the most interesting characters in whisky history. And we tell them in a way that’s relatable and entertaining.

Whisky maker tasting a dram beside barrels in a MALTS distillery

Hand holding a ribbed whisky glass with an amber dram reflected on a table

Let’s take
a closer look.

Tell us your briefest challenge. Or send us your most challenging brief. We’re ready to go.